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Semelhante a Marketing 101 Powerpoint Colorado Springs Ewi
Semelhante a Marketing 101 Powerpoint Colorado Springs Ewi (20)
Marketing 101 Powerpoint Colorado Springs Ewi
- 1. MARKETING 101 COLORADO SPRINGS EXECUTIVE WOMEN INTERNATIONAL Feb. 9th, 2011 5:30pm Patty Jewett Golf Course 900 E. Espanola St. Colorado Springs, CO 80907
- 3. How to effectively MARKET your business
- 4. How to BRAND your business
- 5. How to find VALUE in advertising
- 8. What is Marketing? NOW
- 9. WHAT IS MARKETING? NOW
- 19. Don't risk losing them by including "which one" decisions.
- 21. For example, "Enjoy all of this for less than ¢.90 a day" (for something priced at $325 a year).
- 24. Postcards are inexpensive and easy to use.
- 25. Most recipients who ignore other types of advertising will read a brief ad when it's delivered to them on a postcard.
- 27. Don't just answer their question. Include a reasonfor them to buy as part of your answer.
- 29. Testimonials provide evidence that your product or service delivers the results you promise.
- 32. Allocate 80 % of your advertising budget to proven promotions.
- 33. Use the other 20 % for testing new variations.
- 37. Strive to preserve your relationship with them instead of your immediate profit from the transaction.
- 39. It’s also part of how you brand your business.
- 41. Your logo represents your business and it helps sell your business.
- 42. It turns the name of your company into a visual, tells what you sell, and reinforces your company name and product.
- 45. What is a brand anyway?
- 47. Simply put, brand equity is the set of assets (or liabilities) associated with brands that contribute to the value consumers place on the brand experience.
- 49. Consumers come to believe in a product’s quality, reliability, results and status because they see repeated assurances that the product delivers those attributes.
- 50. When consumers are motivated by a product’s brand attributes, they choose that product over similar ones in the marketplace.
- 52. Brands are created over time.
- 53. When Betsy Ross brought Ben Franklin her first flag design, Ben remarked, “I don’t know, Betsy, all those stars and all those stripes just don’t say America to me.”
- 55. Before you can build your brand, you need to understand what your brand’s attributes are and what your brand’s positioning should be.
- 56. How does your brand stack up against the competition?
- 58. You will never know whether your marketing initiatives are successfully building your brand unless you have measured your competitive position.
- 59. How does your target market feel about your brand?
- 62. “Yeah, I know,” whispered the little voice inside me, “I see it not work every day.”
- 63. But if that advertiser’s message is weak, you’ll soon be hearing, “I bought what you said and it didn’t work.” I had been groping blindly in a pitch-dark room when I flicked the light switch on the wall.
- 65. 2. Then they have to wait for the listener to need them.
- 67. 2. The advertiser with a weak message wrapped in cleverness and humor will prevail over a competitor with an equally weak message wrapped in a brown paper bag.
- 69. Write for the BUSY EYE
- 72. Art, Photos, Illustrations, Clip Art, Shapes, etc.
- 73. Design in an interesting, intriguing, attention getting manner
- 75. Use no more than THREE TYPEFACES (Fonts)
- 76. Draws the reader’s eye to yourLOGO
- 78. Capture the attention of potential customers
- 79. Encourage them to remember what you want them to do
- 80. Persuade them to actually do it
- 81. Print ads should have ONE message and ONE message only
- 83. Ad message should focus on your CUSTOMERS’ NEEDSnot YOUR OWN
- 84. Sales are effective because it is saving customer’s money
- 85. Contests, free gifts, free food – think OUTSIDE THE BOX
- 87. ATTENTION: Grabs readers’ attention with headlines, type, white space and visuals.
- 88. INTEREST: Make the copy interesting and benefit-oriented.
- 89. DESIRE: Make sure the copy answers readers’ most basic question: “What’s in it for me?” People read ad copy to find out how your product or service benefits them.
- 91. EXAMPLE OF EFFECTIVE PRINT AD
- 92. EXAMPLE OF INEFFECTIVE PRINT AD
- 96. Save money
- 97. Save time
- 98. Gain market share in this economy
- 99. Must work together as a unit rather than one
- 101. EXAMPLE OF GROUPING PAGE
- 103. Why did it work?
- 104. What is your demographic?
- 105. What is your advertising/marketing budget for 2010-11? How do you figure out a budget for marketing/advertising?
- 107. Common Mistakes:
- 108. 1. Habit – What you have always done in the past
- 110. Firm control of your advertising investment
- 111. In-store selling tie-ins to build extra sales
- 112. Elimination of poorly times promotions
- 113. Better response rates on individual ads
- 114. Full use of cooperative ad allowances
- 116. Know and understand your competition.
- 118. Note the number of selling days (last year to this year).
- 119. Watch out for hot-selling items.
- 120. Seek out all vendor co-op opportunities.
- 122. If 10 % of your sales are made in a given month, you should budget 10 percent of your advertising in that month.
- 123. In the example below, a typical jewelry store does 23.8 % of its sales in December. Therefore, it should allow $3,265 for December advertising.
- 124. Example -------------------------------------------------------------------------------- $13,720 Annual advertising budget X 0.238 10% of December sales _______ $3,265 For December advertising budget
- 125. The next step
- 126. THE END…A NEW BEGINNING Thank you for participating in the Marketing 101 Workshop. Now go out there and market your business with new enthusiasm.